And Holly Fulton
Press Release Radley to Unveil New Designer Collaboration Radley has teamed up with London Fashion Week Designer Holly Fulton with plans to release a collection of accessories for Autumn/Winter 2011 Luxury accessories retailer Radley London is set to release a range of accessories featuring prints as seen at London Fashion Week. The range features a number of products with neo deco prints for which Holly Fulton is famous for. The collection was inspired by the idea of Joan Collins going on a cruise in the 1960’s. This comes at a time where the designer has received great praise for her Autumn/Winter 2011 collection as seen at London Fashion Week with it being described as ‘world of its own.’ It has been said that ‘it is clear that Fulton is creating a strong signature look for herself’. The collaboration is expected to fit in well with the existing range available and to meet with the brands traditions and values with the use of quality materials and embellishments as is to be expected from Radley London. The collection will be available in all stand-alone Radley stores, concessions and via the website from September 2011 prices from £40-£275.
Radley London Radley was founded in 1998 by Lowell Harder. Radley is a quirky, creative British brand that makes beautiful handbags and accessories known for their high quality, creative design and outstanding value. Inspiration is taken from around the globe.
Holly Fulton
• Winner of Young Designer of the Year at the Scottish Fashion Awards • Winner of Elle Style Awards ‘Next Young Designer’ • Winner of Swarovski Emerging Talent Award for Accessories at the British Fashion Awards • BFC/ELLE Talent Launch Pad winnner
Successful previous collaborations include • Holly Fulton for ASOS • Holly Fulton for Smythson
Holly Fulton at London Fashion Week
Look Book
Existing Radley Products Existing Radley products from Spring/Summer 2011 collection. Prices ranging from £120-£170
The Collaboration What are we doing? A small range of canvas handbags, wheeled luggage and accessories including umbrellas and foldaway shoppers designed by Holly Fulton to join our existing range, boosting the availability of high fashion luxury designer products for those on a tighter budget. Prices ranging from £40-£275 Why are we doing it? Design, embellishment and Style are key at Radley London and Holly Fulton’s eye for design and luxurious fabrics work perfectly with the existing brand values. The collection will appeal to fashion followers on a tighter budget and will also appeal to the existing customers looking for something a little different.
Product & Price High quality products typical of Radley London featuring prints designed by Holly Fulton as part of her Autumn/Winter 2011 collection as seen at London Fashion Week. Product
Price
Wheeled Luggage
£275
Canvas Bag
£200
Purse
£100
Umbrella
£45
Fold away shopping tote
£40
Place The collaboration between Radley London and Holly Fulton will be sold at independent Radley stores , all concessions and on the Radley London website By selling the collection in all available outlets
Promotion-New Media It is suggested that Radley London creates an app for smart phone users to be able to access the ranges whilst on the move. It is also suggested that Radley develop a fan page via Facebook so that those using the social media site but have not discovered Twitter may have access to the same information
Radley has an existing twitter page for customers and fans of the brand to follow in order to gain up-to-date news on products and campaigns
Existing Advertising
Advertising Inspiration
Advertising Tag line
Fashion Barbie Racks of clothing
Runway/Catwalk
Public Relations Radley at London Fashion Week
• The previous slide shows a public relations exercise used by Radley alongside London Fashion Week where the new seasons accessories were shown with the help of 8 adorable Scottie Dogs, the same Scottie Dogs that are known and loved as part of the Radley brand. • It is suggested that a similar public relations technique be used alongside the launch of this collaboration. • This type of public relations encourages customer participation and provides a huge opportunity to introduce people to the brand both via sight and via new media. • Announcements can be made via social media websites to alert customers and fans to where the models will be next so that they can follow and take part.